Long-form and
field notes.
Articles on web growth, CRO, AI, and building on the web. Plus the occasional LinkedIn post worth keeping.
LinkedIn posts worth keeping are mixed into the feed.
All writing
How to build a website roadmap that doesn't die after 3 months:
12-month website roadmaps die before slide 4. Pick the next most important thing, ship it, then look around again.
How bad can one web migration go?
Migrated 200 pages off Webflow to Next.js + Vercel in 5 days at ~2-3h per day, with almost zero manual content work.
How I audit websites: customer problems, page types, traffic patterns, and what actually matters
A good audit doesn't start with your tools - it starts with your customers. Here's how I think about website audits: the problems worth finding, the pages worth focusing on, and the patterns that repeat across every site.
Something that I think gets overlooked about websites: they don't serve one audience. They serve all of them. At the same time.
One website, six different jobs - customers, investors, candidates, partners, press, and the friends who want to know where you work.
What happens when you combine well documented AB testing repository and a custom Claude Code system?
Connect a documented AB test repo to a context-loaded Claude Code agent: 10 iteration ideas per concluded test in seconds. The structured context is the unlock, not the prompt.
How do you actually turn customer problems into website improvements?
Five steps from customer problems to website ideas: gather, group by journey stage, map to pages, reframe as 'how might we', generate.
A website's job completely changes depending on how the company sells.
Same URL, different job. Early-stage proof of existence, sales-led leave-behind, product-led growth engine - the site has to change before the revenue model fully does.
Your website goes to rooms you'll never enter.
Your site speaks for you in Slack threads, budget meetings, and 11pm due-diligence sessions. Build it like you're briefing someone to represent you in a meeting you can't attend.
Claude Code is getting a lot of attention. As it should.
30 web-specific uses for Claude Code - from AB test docs and microcopy to QA, accessibility, competitor analysis, and MCP-connected tools.
Paid traffic changes the rules for the landing page.
Strip the nav, match the ad message, ignore SEO, design mobile-first. When every click is paid for, landing page rules change.
Have you ever thought about using your website to show people what's next - instead of just what it is?
Onboarding flows reduce churn after signup. Move some of that 'here's what day 7 looks like' feeling onto the website itself.